The three metrics
| Metric | Formula | What it measures |
|---|---|---|
| CPM | (spend ÷ impressions) × 1000 | Cost per thousand impressions |
| CPC | spend ÷ clicks | Average cost per click |
| CTR | (clicks ÷ impressions) × 100 | Click-through rate, in % |
How to use it
Enter the campaign's total spend, total impressions and total clicks received — all three metrics are calculated automatically.
Frequently asked questions
Is a high CTR always better?
Usually for engagement, but it needs to be read together with conversion rate — lots of clicks without conversions may indicate a poorly targeted audience.
Is a low CPM always good?
Depends on the goal. For branding/reach, yes; for performance, CPC and cost per conversion usually matter more.
Do these metrics apply to any ad platform?
Yes, they're industry-standard metrics used across Google Ads, Meta Ads, TikTok Ads and most paid media platforms.